Why Your 2016 Strategy Won’t Work for 2017

content strategyOut with the old, in with the new – isn’t that how the saying goes? It doesn’t have to apply to every part of your digital marketing strategy, but there are reasons something you used in 2016 might not work well for 2017. We’ve outlined three content strategy suggestions to put your best foot forward in 2017.

Creation Without Tracking

Whenever you create something new, whether it’s an ad for your paid campaign, a blog post for your website, or even an updated header image for your social media profile, you should track its results.

How much traffic did it drive? Did people engage with it? By measuring results, you have data to decide if you want to take the same strategy and apply it to other campaigns or initiatives.

For example, 2016 may have been the year to create a surplus of great content, but just doing that isn’t enough. In 2017, you’ve got to track the results; otherwise, you won’t be able to tell if your strategy was successful.

Make Your Brand Messaging Consistent

Does your team work collaboratively or is it more similar to a relay race type of process, where each person is responsible for their own “leg” of the project?

Regardless of how your company is set up, make sure the communication remains open so the brand messaging is consistent throughout. By confusing messaging or brand recognition with inconsistency, it can really deter the forward movement of your strategy.

Deliver to More Segmented Audiences

Before you ever set up any marketing strategy, you have to know who you’re talking to. This may not always be a single target audience. For example, if you’re in the hospitality industry, you may want to reach business travelers, but also families. These two groups require different messaging.

Business attendees will respond better to display ads highlighting conference rooms or business amenities; just like families will react to more family friendly ads. Make sure to be deliberate about your audience and intent.  

Also, consider other factors when setting up paid ad or social media campaigns, such as where your audience is located, historical data from previous campaigns, and what online medium your audience likes to use to find information. All of this will play a part in your overall strategy.

What Are Your Goals?

When pacing goals for your company or your clients, set benchmarks to check on the progress. The first of the year can be a good time to take a deep look into what can be adjusted or eliminated, but it doesn’t have to be the only time.

Maybe you have specific goals attached to each campaign you run and then, larger goals for each quarter or six-month mark. Your strategies work best when there are solidified goals in mind. Even if they change, it’s important to set expectations in the beginning.



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